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Concept:
Concept is a central aspect of visualization of an idea designed to capture audienceโ€™s interest, influence their emotional response and inspire them to take action. Each ad example may have one or more concepts.
Style:
Style feature is a noteworthy visual aspect that typically lives on aesthetics spectrum. A great ad usually has several style features relating to graphic design, typography, layout and more.
Colors:
Funnel:
Funnel values identify the points in customer journey where the ad is likely to be displayed:
Top of funnel โ€“ awareness stage
Middle of funnel โ€“ consideration stage
Bottom of funnel โ€“ decision stage
Top
Benefit:
Benefit is an element of a productโ€™s value proposition. Each ad may feature one or several benefits. Consider an example of a personal care brand:
+ Emotional benefits (e.g. look great every day)
+ Functional benefits (e.g. repair damaged hair)
+ Feature benefits (e.g. packed with vitamin E)
Meta:
Meta includes the meta-parameters of an ad: type, size and format.

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